Fake social media campaigns can negatively affect both influencers and brands.
Articles on Branding
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Brands are increasingly taking stances on contentious social issues and facing mass outrage on social media. New research shows that this outrage can benefit brands.
Consumers relate to brands and logos on an emotional level. The response to Elon Musk’s rebranding of Twitter has revealed the emotional connections people have to the brands they use.
A scholar of design who researches brand campaigns critiques the social media platform’s new look.
Musk has completed the ultimate act of disruption to Twitter by rebranding the platform. Here’s what that means for the future of the company and its users.
By building and maintaining a personal brand, young social media users can identify work opportunities.
People are more likely to donate to charity when the brand shows ‘bravery’ by speaking up about social causes.
Energy firms are likely to lie about their corporate social responsibility to the environment. Their deception can be turned around for good if they are held accountable.
There will be not one, but seven crowns present at the king’s coronation ceremony.
Places as diverse as New York City and the Faroe Islands have developed brands to build positive feelings that translate into tourist dollars and, increasingly, support for the environment.
A branding expert explains how this iconic but controversial doll has gone from teenage reject to movie star in 64 years.
A new study shows how brands can successfully change racist brand names and logos to stand up for racial justice in the marketplace.
Sub-brands such as Star and Hulu have allowed Disney to experiment with adult-themed content while protecting its core brand.
Ukraine is partnering with an advertising company to produce an innovative nation branding campaign during a war. The campaign could have influence beyond how Ukraine and Russia conduct this war.
Believe it or not, medication names are intended to be easy to remember and descriptive of the function they serve in the body.
Victoria’s Secret learned a lesson other leading fashion brands and the industry at large are coming to realize: diversity sells. But when it comes to disability, brands aren’t quite there yet.
Throughout the pandemic we can see that place brands have evolved and those likely to survive are the ones that were already well established to begin with or ones that are more flexible.
The subject of a new Netflix miniseries, Halston once ruled over New York’s fashion world. But the designer with a devil-may-care approach to his business dealings attempted too much, too quickly.
An international volunteer team of marketing, branding, graphic design and media experts collaborated to position Vote From Abroad as a destination for out-of-country American voters.
In the absence of face-to-face interactions, people are using emojis to help express themselves. New research suggests that emoji use can drive engagement and make content more viral.
Top contributors
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Lecturer in Marketing, Research School of Management, Australian National University
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Professor of AfroEurasian Sport, EM Lyon Business School
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Senior Lecturer in Marketing, University of Nottingham
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Assistant Professor, Faculty of Business, University of New Brunswick
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Professor of Marketing, University of Southampton
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Professor of Intellectual Property Law, City St George's, University of London
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Emeritus Professor of Marketing, University of Birmingham
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Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
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Professor of Operations Research, Brock University
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Adjunct Professor, with expertise in Branding, Marketing, Business Strategy, Corporate Citizenship and Social Responsibility. Graduate School of Business, University of Cape Town
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Professor, Kedge Business School
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Professor of Marketing, Royal Holloway, University of London
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Professeur senior d’analyse financière, d’audit et de risk management - Directrice de Programme pour le MSc Fashion Design & Luxury Management- Responsable de la spécialisation MBA "Brand & Luxury Management", GEM
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Professor in Marketing, Charles Darwin University
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Professeur en marketing, EM Lyon Business School